The cross-domain effect of perceived homogenization of social media content on consumer impatience
研究发现社交媒体内容感知同质化（由推荐算法驱动）会引发消费者在网页加载、快递、奖励选择等多场景中的不耐烦，其机制是消费者感到时间被浪费。
The perceived homogenization of social media content, largely driven by recommendation algorithms, has emerged as a prominent feature of contemporary digital experiences. The current research examines how the perceived homogenization of social media content influences downstream impatience in subsequent consumption activities. Findings from five studies reveal that the perceived homogenization of social media content induces consumer impatience across multiple behavioral contexts, including: (1) reduced patience for webpage loading times, (2) increased willingness-to-pay for expedited shipping, (3) preference for smaller-sooner (vs. larger-later) rewards, and (4) greater likelihood of breaking rules to save time. This effect is mediated by consumers’ perceived waste of time, supported by both direct measurements and a moderation-of-process approach. These findings contribute to the literature on the perceived homogenization of social media content and consumer impatience, while offering practical insights for marketing strategies and human well-being.